Buying into a fair deal

Dust, dirt and pollution pervade the famed marketplace of Haiyin. Amid the grime, shiny new electrical and household appliances beckon buyers with spare cash. And in increasingly affluent Guangzhou, the vast array of shops with consumer goods are drawing more customers than ever.

But on closer inspection the brand names for goods including karaoke, CD and VCD players appear unlike anything you have seen before. There is Panasoic, Panonsic, and even Pasnsaic. Or how about an Anwa? Conjuring up brand names which sound similar to the established big labels is common in Guangdong as manufacturers compete for a slice of the burgeoning market.

Also endemic is the supply of counterfeit or shoddy goods. But as more Chinese move on from the bad old days when merely surviving and fulfilling basic needs was a daily struggle, they are being reminded they also have rights of their own.

Rights as a consumer, that is. Human rights may be a taboo subject in China, but when it comes to contributing to the economy, everyone is being assured they need not suffer in silence when they have been cheated. The implementation of the Consumer Protection Law in 1994 was seen as a big step forward in China's decade-old battle against merchants who play fast and loose with their customers. Hundreds of thousands of consumers nationwide have sought action within six months of the law taking effect.

The law spells out the obligations of dealers to adhere to the principles of fair dealing and honesty, and offers compensation in cases where there is a breach of duty. With higher average consumer spending than most other provinces, Guangdong is at the forefront of the consumer movement with an extensive network of watchdog bodies in most cities, towns and counties under its jurisdiction.

The movement in Guangzhou is the longest-established, dating back to 1984, when living standards generally began to improve and a more affluent class emerged as a result of booming private enterprises.